Every new update from Google sends me and every other digital marketer back to the drawing board to rethink how to use keywords and content to get the best traffic. The sophistication of Google’s algorithm reaches new levels with each update, presenting interesting challenges for marketers. I’m always up for the challenge, and the last update was no different.
Some things at Google haven’t changed much at all. Its algorithms are still interested in SEO and keywords. Numbers, which have always been a crucial part of my marketing plans, are also still an important part of his algorithms. My strategy places a unique emphasis on SEO as it relates to user intent. “User intent” is a term that turns strategic wheels in my head. So what is the user’s intention?
Define user intention
User intent is changing the way search engines view content and has made it harder for marketers to decipher and develop new strategies. Essentially, Google doesn’t just take the words in the search box literally. He wants to know and understand: “What is the user’s intention? “
Obviously, Google’s algorithms aren’t smart enough to read a user’s mind. However, the search engine is smart enough to figure out how to bypass user intent categories. I recognized two categories of user intent and SEO that have helped me revise my marketing plans accordingly.
User intent and SEO
Thinking about some of the peculiarities of the English language has helped me understand user intent and SEO. We can’t always take words at face value unless we know the proper context. For example, what do you think of when you hear the word “jam”? Were you thinking about the traffic jam this morning? Maybe you got your toe stuck in the door and still feel the pain. Maybe you made a delicious sandwich for lunch with peanut butter and strawberry jam.
If a user puts the word “jam” in the search box, Google wants to know in what context the user wanted. Typically, users are looking for information based on the keyword, or they are just looking for general information on the topic.
When the word “jam” appears on its own, Google must find a rating based on how well it meets the user’s needs. This rating falls somewhere between “not responding” and “fully responding”. The search engine would likely display queries for all three meanings, since “jam” is an ambiguous word with multiple meanings. Google’s rules will not allow that word to be “fully respected” in these circumstances.
User intention vs. Request
Google does not respond well to words whose meaning is unclear. The new algorithm looks for clues about the user’s intention in relation to query words. The intention of the user is generally in the direction of:
• Something they wanna do
• Something they want to know
• Somewhere they wanna go
Do, know, go is the user’s intention that Google is trying to decode. Search words can indicate that a user wants to make a transaction or do something – book a hotel, buy a book, find a job, or buy a jar of this amazing strawberry jam.
In my experience, users who are looking for something they want or need use their mobile devices about half the time. It is common for them to research online and finalize the transaction later on a desktop or laptop computer. Google takes up the idea that many mobile users only do preliminary navigation.
Other words tell the search engine that people want to know something in real time. These are words of information. For example, what time is it in another time zone? When does the store close? What time will the train arrive? When is this traffic jam going to clear up?
Google often places know-something articles at the top of the page in the zero position, giving users some of the information they’re looking for without revealing everything. Zero position messages can give you an idea of the traffic flow to a certain destination, but you have to click on it to find the real time traffic status.
If people aren’t looking to do something or don’t know something, they know exactly where they want to go, which is online. They know enough to tell Google almost exactly what type of site they are looking for. The user with a sore toe will tell Google to go to a site that tells them how to feel better.
Voice activation is starting to play a big role in go searches. The general public is just getting acquainted with Siri and Alexa. As more people learn about voice activation and voice activation becomes more sophisticated and translates more accurately, technology will make it easier for Google to identify which searches to go in addition to which searches to do. and to know.
In the future, be strategic about ambiguous words and multiple meaning words. I will always optimize my content for keywords and SEO. I’m just going to select my keywords from the point of view of user intent and consider the impact of do, know, go. Google’s updates and data analysis will tell me when I need to change my strategy.